The Business of Brands / Edition 1

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‘Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands – and this book will help.’  Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

‘I do not believe there is a successful company left in the world that seriously questions the importance of brands – but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.’  Sir Martin Sorrell, Chairman of WPP Group plc

‘This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.’  Professor John Quelch, Associate Dean of Harvard Business School

‘Brands play a vital role in business – by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.’  Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide

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Product Details

  • ISBN-13: 9780470862599
  • Publisher: Wiley
  • Publication date: 10/28/2004
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 286
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.00 (d)

Table of Contents

The six-minute read
1 What is a brand? 3
2 Brand strategy is business strategy 7
3 Brands in the boardroom 18
4 Strong brands command market share 23
5 Strong brands create barriers to entry for competitors 29
6 Strong brands can launch successful extensions 32
7 Strong, well-defined brands find it easier to enter new markets 39
8 Strong brands can attract and retain talent 45
9 Strong brands have lower price elasticity 51
10 Strong brands can command a premium 60
11 Strong brands can deal with market disruption 66
12 Strong brands have more loyalty 71
13 Strong brands are a store of trust 79
14 Strong brands can stimulate innovation 85
15 Defining the market 95
16 Strategic challenges 102
17 Launch 107
18 Challenge 116
19 Maintain 125
20 Revitalize 134
21 Re-brand 141
22 Acquire 151
23 American Express 163
24 Ben & Jerry's 169
25 Def Jam 177
26 IBM 183
27 Dove 190
28 BP 195
29 The economist 200
30 Understanding brand strength 209
31 Understanding brand value 219
32 Brand measurement and business performance 235
33 Building strong brands 254
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